Certified is Sony Music's catalog division that celebrates 80s, 90s and early 00s Hip Hop and R&B through dynamic storytelling, original content and social engagement.
While Certified had been operating for over a year prior to the rebrand, both the marketing content, brand identity and ethos of the had yet to be fully explored. Multiple working sessions with an outside agency allowed Certified to hit 'pause' to revisit what the ethos of the brand was and hone in to identify the target audience. A big factor, was that the previous visual identity had many limitations on where it could be applied across formats, due to its design. A result of the rebrand was to create the visual brand book, which identified the core elements needed on the foundational level, so that it could be adapted be expanded upon for both static and visual assets such as episodic video content.